HB ON THE SCENE: LodgeNet Interactive Rebranded as SONIFI Solutions

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MINNEAPOLIS—LodgeNet Interactive Corporation, which was acquired by private equity firm Colony Capital in March, has been rebranded as SONIFI Solutions. The change was announced at HITEC, here. The move is part of a broader strategy intended to give more visibility and control to the company’s hotel and healthcare customers, as it shifts its business model to work in partnership with those it serves, according to the company.

With a renewed focus on the content and connectivity solutions its customers need to succeed in today’s digital marketplace, the new branding strategy represents the company’s commitment to a multifaceted transformation that positions the company for future success, the company stated.

Concurrent with the rebranding, the company is also launching an enterprise‐level platform available to the hospitality sector, the SONIFI STAY1000 system; this guest entertainment solution leverages the company’s large commercial platform. SONIFI is also making a significant investment in its broadband service, and will offer current and prospective customers the opportunity to more economically bundle multiple services, according to the company.

To make the bundled services more accessible to current and prospective SONIFI customers, the company plans to expand Dare to Compare, a nationwide broadband/HSIA promotion enabling hoteliers to save up to 50% on HSIA support fees when integrated alongside ITV and FTG services.

SONIFI’s new business strategy enables leveraging strategic partnerships with companies like DIRECTV, a practice it plans to expand in the coming months, according to SONIFI.

“We have listened to our customers we are changing the way we do business,” Michael Ribero, CEO, SONIFI, said in a statement. “The rebranding of LodgeNet to SONIFI marks a new beginning, one that in partnership with our customers will see new market‐driven products and services that will help increase the profitability and customer satisfaction of those we serve.”

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